One of Australia’s largest online fashion retailers has announced it will start transitioning to delivery satchels made from 100 per cent post-consumer plastic waste.
In a social media post on Tuesday 26 May, THE ICONIC stated that it’s the first major Australian and New Zealand retailer to make the move to 100 per cent recycled plastic satchels.
Via REDcycle, a Melbourne-based consulting and recycling organisation who has developed and implemented a recovery initiative for post-consumer soft plastic, THE ICONIC will minimise its environmental impact.
“From today we’re transitioning to more sustainable satchels. This means your next order sent by THE ICONIC warehouse will be delivered in a satchel made of 100 per cent post-consumer plastic waste – recycled plastic that has had a previous life and can be recycled again,” the company said in an online statement.
“Achieving 100 per cent recycled content wasn’t easy in our usual black design, so we’ve made the switch to white! Bringing this project to life has been an incredible journey and involved many cross-functional teams.”
Since 2018, THE ICONIC has been a signatory of the Australian Packaging Covenant (APCO).
“A huge congratulations to APCO Member, THE ICONIC, for the launch of its new delivery satchels, made from 100 per cent recycled plastic and fully recyclable via REDcycle bins in Coles and Woolworths supermarkets,” APCO said in a social media post on Tuesday.
“This is a significant commitment and is a perfect example of the work being undertaken across the industry to avoid the use of virgin plastics and create end markets for recycled materials.”
The satchels are certified by the GECA (Good Environmental Choice Australia) Recycled Products Standard to verify their recycled content and ensure they meet specific social and environmental criteria.
“It’s a bold move, but it’s a testament to our sustainability commitments. In the same way, because we are committed to avoiding unnecessary waste, our transition from our former black packaging to new white packaging will take a few months,” the company said in an online statement.
“This is a huge milestone for us on our journey towards meeting our 2022 Sustainable Packaging Targets.”
THE ICONIC set five sustainable packaging targets to meet by 2022, including 100 per cent of THE ICONIC’s shipping packaging made of recycled content and private label primary packaging materials will be fully recyclable in Australia, 80 per cent of THE ICONIC’s private label paper and cardboard packaging will be made from verified recycled pulp and have on-package communication about their sustainability or recyclability and lastly, 70 per cent more of THE ICONIC’s private label poly bags made of recycled plastic.
During THE ICONIC’s search for a more sustainable alternative, its sustainability team and Packaging Working Group investigated multiple materials and even tested a home-compostable satchel.
“Despite being one of our best performers, most customers in Australia and New Zealand don’t have access to composting at home nor access to commercial compost services,” THE ICONIC stated.
“It means packaging would likely end up in landfill or in the soft plastics recycling stream, compromising its potential for recycling. That’s why we landed on our 100 per cent recycled post-consumer plastic satchels,
“To align with this framework, we are working on packaging sustainability holistically: our in-house sustainability team developed a dedicated packaging strategy, reviewed over 80 per cent of the packaging we are directly responsible for, and developed THE ICONIC Supplier Sustainable Packaging Guidelines and Private Label Sustainable Packaging Requirements to tackle our non-customer facing packaging strategy,” the company stated on its website.
THE ICONIC said that packaging plays an essential product-protection role in ensuring that its customers’ items arrive in pristine condition.
“This way, your new purchase can have a long life in your wardrobe and warrant the original investment of natural resources in production. The cost of not protecting these items can be more detrimental than if they weren’t packaged sufficiently,” THE ICONIC stated.